Europe’s Sporting Ambitions Find a New Home in the East

European sports are entering a new phase of globalisation as clubs, leagues and athletes turn their attention towards Asia and the Middle East. The East has become the fastest-growing region for sports investment, fan engagement, and sponsorship, reshaping how global sport operates.

The Surge of the Asian Sports Market

Asia’s sports market is now valued at over £220 billion and continues to expand at more than 8% per year. With a population exceeding 4.5 billion and one of the youngest global demographics, the region offers unmatched growth potential.

Key drivers include:

• Rapid digital adoption and streaming growth
• Expanding sports infrastructure in cities like Riyadh, Tokyo, and Shanghai
• Government investment in national sports programmes
• Strong sponsorship interest from brands across finance, telecoms, and technology

These factors make Asia and the Middle East strategic partners for European organisations aiming for global reach and influence.

Football Building Global Bridges

European football has led the charge eastward, blending culture, commerce and community. Clubs are opening academies, creating fan hubs and developing local talent.

Recent examples:

• AC Milan opened the AC Milan International Academy Dubai with Ball Beast Academy, showing its investment in Middle Eastern youth.
• The club also launched academies in India (Kerala) and Hong Kong as part of its 100+ global academy network.
• LaLiga launched its first academy in Shanghai, training under-17 players with LaLiga methodology.
• Paris Saint-Germain opened academies in Hong Kong, Macau, Thailand, and South Korea.
• FC Barcelona expanded across Kyrgyzstan, Manila (Philippines), and Taipei through its Barça Academies and youth tournaments.
• Borussia Dortmund set up football academies in Beijing and other Chinese cities.
• The Premier League opened an office in Mumbai, strengthening engagement with India’s growing football fan base.

Asian fans now make up nearly 40% of global football viewership. Clubs are investing in local content, fan events, and grassroots programmes to build genuine community ties.

Basketball Creating East-West Links

Basketball’s growth in Asia is accelerating and European teams are taking notice. The region’s love for fast-paced play and digital entertainment aligns perfectly with basketball’s global appeal.

Major moves:

• The NBA is expanding its footprint through events in Abu Dhabi, Tokyo and Shanghai.
• The EuroLeague partnered with Abu Dhabi and Etihad Airways to promote European basketball in the Middle East.
• The BIG3 and East Asia Super League (EASL) are bringing premier 3-on-3 basketball to Asia in 2026.
• Regional streaming deals with Tencent and Alibaba connect millions of Asian fans directly to European and global basketball.

This fusion of sport and digital culture makes basketball one of the most dynamic growth stories across Asia.

Formula 1 Accelerating Across Asia

Motorsport has become a symbol of prestige and innovation in the East. The Formula 1 calendar now features more Asian and Middle Eastern circuits than ever before.

Key highlights:

• Races in Saudi Arabia, Japan, Singapore, China, Abu Dhabi, and Qatar attract audiences exceeding 400 million viewers annually.
• Regional sponsorship investment in F1 now tops £1.5 billion a year.
• Partnerships with brands like Aramco, Petronas, and BYD strengthen the sport’s Eastern presence.
• Local circuits and driver academies are emerging in Malaysia, Vietnam, and the UAE.

Formula 1 combines cutting-edge European engineering with Asia’s enthusiasm for technology and entertainment, creating immense opportunities for sponsorship and fan activation.

UFC and Combat Sports Breaking New Ground

Combat sports have found a new home in Asia and the Middle East. The UFC continues to lead this expansion, supported by record-breaking attendance and government partnerships.

Recent developments:

• UFC Fight Nights in Abu Dhabi and Singapore attract millions of global viewers.
• A new UFC Performance Institute in Shanghai develops regional athletes for global competition.
• European fighters and promoters are partnering with ONE Championship, Asia’s largest MMA organisation.
• BRAVE Combat Federation, based in Bahrain, is hosting cross-continental events connecting Europe and Asia.

The Middle East’s modern venues and strong event culture make it an ideal destination for combat sports growth.

Golf Strengthening Luxury and Lifestyle Links

Golf has become a symbol of prestige in Asia’s rising economies. With over 26 million active players, the sport’s growth has been extraordinary.

Recent highlights:

• The PGA Championship and The Open are now major attractions across Japan, China, and Singapore.
• European golf brands are partnering with Asian resorts to offer elite golfing experiences.
• Joint academies and training programmes nurture young Asian players with European expertise.

Golf’s combination of sport, lifestyle, and hospitality continues to attract regional sponsors from banking, travel, and luxury retail.

Why the East Matters for Sports Partnerships

Asia and the Middle East provide unmatched opportunities in:

• Digital engagement through streaming and social media
• Sponsorship deals with leading tech and finance firms
• Talent development through joint academies
• Tourism and live events supported by local governments

Europe’s top sports bodies understand that long-term success in the East comes from collaboration and cultural understanding.

The Next Chapter of Global Sport

Analysts forecast that Asia’s sports audience will surpass 2.5 billion people by 2030. European organisations are investing early to secure a place in this new sports ecosystem.

This shift isn’t just about viewership, it’s about shaping global culture. From Dubai to Shanghai, the East is where the future of sport is being written.

Take your Brand Global with Industry Leaders

From Riyadh to Tokyo, World Sport Advertising help European clubs and leagues build meaningful partnerships across Asia and the Middle East.

Get in touch today and discover new audiences ready for your next big move.

FAQs

Why are European sports teams focusing on Asia and the Middle East?

Because these regions offer the largest growing fan bases, financial investment, and government support for sport.

Which sports lead the expansion eastward?

Football, Formula 1, UFC, NBA basketball, and golf are leading the charge.

What benefits do Asian fans and athletes get from these partnerships?

They gain elite training access, world-class events and exposure to global sports culture.

How big is the sports audience in Asia?

It is projected to exceed 2.5 billion fans by 2030.